This App Reveals 'Gorillaz' Content When It Finds Anything Magenta

Deutsche Telekom Teams Up With the Virtual Band to Launch Lenz App

Published On
Apr 25, 2017

Editor's Pick

Deutsche Telekom has created an app that will unlock new content for users whenever they hover it over something magenta -- the brand's corporate color.

The brand has teamed up with the virtual band, Gorillaz, to launch the Lenz app, which was created by Saatchi & Saatchi for the Deutsche Telekom music and lifestyle platform, Electronic Beats. With the new app, when a user finds something magenta (it could be a t-shirt, a flower or anyting that matches the Pantone range), they can hold their phone over it, to reveal new content from Gorillaz, including the first ever "live" interview with the band using motion capture and composition technology, and exclusive clips from the band's new album "Humanz," dropping on April 28. The app uses Chroma Keying technology to use the color to unlock the content.

This summer Telekom, Electronic Beats and Gorillaz will also be holding exclusive gigs across Poland, Hungary and Germany with content from selected shows being streamed live via the app.

Jan Teulingkx, regional executive creative director at Saatchi & Saatchi said, "A virtual brand can literally pop up anywhere. And we took this very literally...anything magenta is a portal for Gorillaz to come to our world. A post-it note, a magenta t-shirt, an out-of-date strawberry yoghurt ... with the Lenz App they are turned into screens for Electronic Beats content."


Apr 25, 2017
Brand :
Deutsche Telekom
Client :
Deutsche Telekom
Agency :
Saatchi & Saatchi-London
Regional Executive Creative Director :
Jan Teulingkx
Creative Director :
Franki Goodwin
Creative Director :
Will John
Creative :
Bruno Di Lucca Goncalves
Creative :
Tom Cleeland
Creative :
Will Millner
Creative :
Harriet Ronn
Creative :
Barney Spiro
Head of Design :
Bruno Di Lucca Goncalves
Design Lead :
Daniel Reeve
Design Lead :
Talveer Uppal
Design Lead :
Tomek Drozdowski
Head of Planning :
Sam Wise
International Client Services Director :
Clare Shaw
Business Leader :
Sam Grischotti
Account Manager :
Vitor Forte
Freelance Account Director :
Anne Schlicht
Project Manager :
Hitomi Kato-Moore
Media Planner :
Kari Jackson-Kloenther
Media Planner :
Evan Depko
Media Planner :
Andreea Milea
Media Planner :
Jeppe Fischer-Mogensen
PR Agency :
Proud Robinson
Film Production Company :
Executive Producer :
Tai Thittichai
Executive Producer :
Sophia Rothbart
Producer :
Rhun Francis
Animation Production :
Passion Pictures
Producer :
Matt Saxton
Executive Producer :
Cara Speller
Agency Film Producer :
Lisa Mason
Post Production Company :
Coffee & TV
Production Company :
Director :
Papaya Dog
Editor :
Papaya Dog
Editor :
Ben Crook
Editorial Company :
Audio Post Production :
Sam Farr
Audio Post Production Company :
Ravenscourt Studios

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